Secure your place at the Digiday Publishing Summit in Vail, March 23-25
Instagram is opening minute-long video ads today, joining the trend toward longer creative on social media.
New T-Mobile spots are showing up on Instagram. The company showed its Drake Super Bowl commercial there using the extended format. Instagram had been doing mostly 15-second promoted videos, with some 30-second ads. Instagram charges advertisers based on views after three seconds.
We’re in the #BigGame with @ChampagnePapi. #YouGotCarriered
Instagram users will still be capped at 15 seconds for video. Instagram also offers advertisers a carousel format (a photo gallery you can scroll through) that isn’t available to users.
Twitter recently began experimenting with pre-roll videos that can run even longer than 60 seconds, if the brand wants, and they have a skip button. Twitter had been trying to get brands to embrace a six-second format for pre-roll ads that play in front of premium content shared by top media partners.
Snapchat has a 10-second, vertical video format, but has started offering access to longer video options if a user swipes up on an ad.
More in Media
Media Briefing: As AI search grows, a cottage industry of GEO vendors is booming
A wave of new GEO vendors promises improving visibility in AI-generated search, though some question how effective the services really are.
‘Not a big part of the work’: Meta’s LLM bet has yet to touch its core ads business
Meta knows LLMs could transform its ads business. Getting there is another matter.
How creator talent agencies are evolving into multi-platform operators
The legacy agency model is being re-built from the ground up to better serve the maturing creator economy – here’s what that looks like.